Our raison d’etre is to be creative in everything we do. An idea, a platform, a message or a visual that resonates will need no sell. If it evokes a universal emotional response it will lead to the desired behavior change. Saving lives is the business we are in. If we are saving more lives, we are doing good business. Likewise if we are doing good business, we will save more lives. By applying the same commercial rigor of business to the creative product, we can unleash the potential that brilliant creativity can contribute towards making Health communications truly effective.